CREATIVE BRIEF

PROJECT

BACKGROUND:

OVERVIEW:

AUDIENCE:

THE MESSAGE:

THE MEDIUM:

THE DEADLINE:

CINDY CHENDATE: 07.10.2015

Creating a brand identity for a new business (cafe/lounge) called Stigma , selling coffee and whiskey.

Complex. Full-bodied. Mellow. Fragrant. Nutty. Sweet. What two items are being accurately described? Coffee and Whiskey. Coffee shops are what half of Americans look forward to every morning for their jolt of energy. Whiskey, on the other hand, is what the other half of people look for every weekend to help unwind their stressful work days. What could be a better duo than these two products? Many will call this combo “Irish Whiskey” but this cafe/lounge would bring out the hidden flavours of them together. In this project, the brands identity will be established along with its logo, an advertising campaign, stationery set, ordering menu, informational brochure, a mock website and loyalty program mock mobile application.

Stigma is a new cafe/lounge marketed towards people that love coffee and whiskey and would like to be have the convenince of them together at their leisure. Ideally situated in an area with constant people/foot traffic, Stigma will offer coffee like an ordinary cafe in the mornings and by night, whiskey is added to the menu. The day menu would offer simplistic, everyday drinks from a coffee bar, which would include brews, lattes, cappucinos, esspresso shots, americano, mochas, etc. The evening menu would offer 3-4 complicated but wonderful mixes and complilations of coffee and whiskey cocktails. The feel of the cafe will be every minimilistic but homey. The look is warm with wooden tones and will have a relaxing setting. This new delicacy allows women and men of all ages to relax and socialize in a cozy and comfortable enviornment.

Aside from Stigma being like any other specialty shops that are currently expanding and getting trendy, Stigma will have a loyalty program customers can sign up for. The loyalty program will have an annual fee but will allow the members to have special access to events and discounts the shop will offer.

The audience is for adults that have a liking towards coffee and whiskey! Foodies, locals, tourists, people that seek high-quality espresso and whiskey can come to the store and sample our menu. The primary target ages are between 25 and 50 that have income ranges from $40,000 - $65,000 annually. The ad campaigns will be aimed exclusively towards people that want to have the convience of having both luxuries in a relaxing place.

Stigma will be known for its mysterious and dark look at night. This will cause people to think its a members-only club. But since it is not, customers that reserves a spot during night-time will get to feel like royalty. The presentation of the drinks will be presented by skilled baristas and bartenders and the aroma of the espresso and whiskey will attract guests as well. Snacks will be served to keep our guests satisfied. Guests will be educated with information and history of coffee and whiskey in a special pamphlet that will be available inside the store.

Stigma will be the next specialty cafe and lounge in New York that will allow guests to relax and be able to socialize with the ability to enjoy coffee and whiskey prepared by skilled baristas and bartenders.

The best way to reach this audience is to be very present in current food events and most importantly by word of mouth. Having pop-up stands for early member sign-up at crowded locations will always draw people to come and look and see what’s happening. Being actively posting new things and attracting audience in social media is also another way. Food bloggers and certain individuals that love food and have large social media followings will be invited to tastings as a pre-opening party.

A coming soon website will allow audience to know what they are to expect before the grand opening of the store. Also, the storefront will have information on where and when consumers can get a tasting of the specialty cocktails before the actual open date. By the time the business is open for business the audience will be educated with what Stigma is about, and encourage their friends to come visit.

TIMELINE

INSPIRATION / IDEAS

LOGO DESIGNSKETCHES

LOGO DESIGNTRACED

LOGO DESIGNVERSION A

LOGO DESIGNVERSION A(storefront)

LOGO DESIGNVERSION B

LOGO DESIGNVERSION B(storefront)

LOGO DESIGNFINAL LOGO

LOGO DESIGNBUSINESS CARDS(one sided)

LOGO DESIGNBUSINESS CARDS(double sided)

FRONT BACK

LOGO DESIGNFINAL BUSINESS CARD

ONE SIDED

TWO SIDED

LOGO DESIGNENVELOPES (2 versions)

LOGO DESIGNLETTERHEADS

LOGO DESIGNLETTERHEADS(FINAL - 2 VERSIONS)

LOGO DESIGNMENU

LOGO DESIGNPROMOTIONAL ITEMS(notepads)

LOGO DESIGNPROMOTIONAL ITEMS(cups)

LOGO DESIGNPROMOTIONAL ITEMS(cup holder)

LOGO DESIGNWEBSITE